HUMAN FOUNDATIONS™
Human-to-human selling for homebuilder sales teams
Hard skills have never been the whole problem.
Your New Home Sales Professionals already know how to sell. What you need from them is the courage to make the next call, the steadiness to hold the plan when the traffic is slow and a standard they keep whether you are in the room or not. Human Foundations builds that, on purpose.
The pressure that built sales culture is the same pressure eroding it.
Sales culture doesn't break because your people don't care. It breaks when the system & people aren't aligned.
You built the new home construction business on purpose. Every community, every product, every process designed & refined.
Then most of us inherited the same model for sales: hire capable people, set the targets and run a workshop as needed for tune up when time permits or the market slows down.
You've run the training. Maybe Sandler, Jeff Shore, or an internal program. The techniques were fine. The team got incrementally better, but things drifted back.
Performance-based pay solved for the upside. It never solved for the downside: the income uncertainty, the quota pressure, the rejection nobody trains anyone to carry. So the industry blamed the human, called it attrition, and hired the next one.
That worked while there was always a next one. It doesn't anymore.
If sales drives your revenue, it deserves the same intention as everything else you built. Top-performing sales teams train like elite athletes. Ongoing coaching. Conditioning. Recovery.
Hear it from Jennifer.
A few minutes on what I've seen inside builder sales teams, and what changes when the human layer is built on purpose.
HOW WE WORK TOGETHER
Three ways to work together. One place to start.
Most training introduces a skill and stops. Coaching and repetition are what make it stick. Here is how the work runs with a builder’s sales team, from a single workshop to a six-month engagement.
Human Foundations Workshop
For home builder VP of Sales and owners who already suspect the pressure culture is costing them good people, and want to see the work on their own team before deciding on more.
Your New Home Sales Professionals work through Confidence, Rejection and Regulation in a 75 to 90 minute virtual session, with practical tools they can use on the floor. Afterward, I share what I saw in the room and walk you through your leadership guide, so you can keep the work going and see what’s possible next.
Slow Market Selling Workshop
For home builder VP of Sales and sales leaders whose teams are working harder in a flat market and getting less for it.
We start with a 45 minute virtual session with you: your market, your team and what’s getting in the way. Then your team spends two hours working through a playbook built for the market they’re actually in. It’s on site for Canadian teams and virtual for teams in the US. Afterward, I share what I saw in the room and walk you through your leadership guide.
Human Foundations, Integrated
For teams ready to build in the reps, habits and practice for long term human skill success.
A six-month engagement. I work with your sales team on the skills, and with your leadership team on building them into how you run things every day. We scope it together, based on your team and your market.
Start with a conversation.
We’ll look at your team and your market and talk through which of these fits, if any.
THE FRAMEWORK
Twenty skills the industry mistook for character
Confidence, resilience, rejection recovery, coachability, ownership. We treat these as fixed character. They're not. They're developable human skills.
Human Foundations is 20 of them, built specifically for New Home Sales Professionals. It isn't a parallel track to your hard skills. It's the foundation that makes value selling, builder alignment and trust-building actually land and stick.
WHAT YOU SEE CHANGE
01
Confidence
Holds the negotiation instead of discounting. Handles difficult conversations and problems.
02
Resilience
Follow-up that doesn’t decay. More capacity to persevere through challenging markets.
03
Regulation
Recovers from rejection and returns to peak state faster which means more time to spend on revenue-generating work.
04
Rejection
Treats a no as data, keeps making the calls, and improves the approach
05
Coachability
Training sticks and compounds. Takes feedback and keeps improving.
06
Ownership
Fewer excuses, more shared collaborative problem-solving with team and departments.
07
Empathy
Trust with skeptical buyers, plus referrals and long-term satisfaction
08
Collaboration
Cross-department problem-solving, faster de-escalation, shared leadership.
THE FULL TWENTY
Standards still matter. Not everyone is right for every role. Developable doesn't mean infinitely malleable.
THE LAST EDGE
Human-to-human selling is the edge.
Automation is taking away the tasks that can be automated. What's left is the human-to-human sale, and most sales organizations have never trained for it.
The buyer has access to more information than ever before, and less confidence than ever before. They're time constrained and mental bandwidth maxed. What they need from your team is simplicity, certainty and confidence. No hard-skills program builds that.
This program isn't going to teach you a cheatcode so someone will magically trust you. We build the human layer that makes trust possible.
LEADERSHIP & ORG ASSESSMENT
See where the gaps cost you homes sold.
Ten minutes. Your team, your leadership time, and where the human layer is costing you, in your own numbers, before we ever get on a call. You get the picture in the time you have.
Under the assumptions that underpin our approach
01
Talent is A primary differentiator
As products and marketing become commoditized, human capability–the ability to develop the capacity to be trusted advisors–becomes the true competitive edge.
02
Next generation wants more than compensation
They seek development, culture, flexibility, mentorship, support and meaning–not just money.
03
Traditional sales training is losing effectiveness
Script-heavy, transactional approaches don’t resonate with skeptical, information-rich, trust and time challenged buyers.
04
Emotional intelligence drives performance
We are asking our sales professionals to build trust, confidence, and ease with buyers. Using curiosity, connection, great listening. None of these are hard skills. Regulation, confidence and adaptability impact conversion, retention, referrals, leadership, consistency and team dynamics.
05
Culture compounds
Strong developmental cultures recruit better people, develop and retain stronger people, reinforce standards, improve leadership pipelines and strengthen reputation over time.
06
Organizational identity matters
People want to belong somewhere meaningful. A clear philosophy and strong identity create differentiation.
07
Human development creates long-term economic value
Better people systems deliver stronger results, lower turnover, more referrals and stronger leadership environments.
JENNIFER DECHAINE
I spent over 20 years inside the new home sales environment.
When I started I didn't know the questions to ask. After 5 years of leading sales teams, I had three questions no one could answer for me.
Are people-first approaches effective in a commission-based, quota-driven sales environment?
What happens when you intentionally build ALL of the skills a sales professional needs, not just the hard ones?
Will my team get soft if I ask how I can support them, and mean it?
So I tested it, in the field, with real targets.
The answer: engaged people who keep developing, a collaborative sales culture, and sales volume at the top of the market.
I started as an educator, then spent over 20 years in new home sales and new construction, 10 of them leading sales teams. Human Foundations is what I built from that work, so your team doesn't have to learn it the slow way.
HUMAN FOUNDATIONS™
Built by Jennifer Dechaine for homebuilder sales teams
+1 587-328-1416